the interesting choice campaign
TRANSCRIPT
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& HEALTHY CUNY INITIATIVE VERITAS COMMUNICATIONS The Interesting Choice Campaign
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TABLE OF CONTENTS
CLIENT BRIEF .............................................................................................................................................
COMPANY BACKGROUND ............................................................................................................................ 1
PROJECT MISSION STATEMENT ................................................................................................................... 1
COMPANY CONTACTS ................................................................................................................................. 1
ANALYSIS ......................................................................................................................................................
MARKETPLACE ANALYSIS ........................................................................................................................... 3
COMPETITIVE AD ANALYSIS ....................................................................................................................... 6
PRODUCT ANALYSIS.................................................................................................................................... 8
CONSUMER ANALYSIS ................................................................................................................................10
BIBLIOGRAPHY ...........................................................................................................................................13
TARGET MARKET INCENTIVE STATEMENT ..................................................................................16
INTEGRATED MARKETING COMMUNICATIONS PLAN .................................................................
PART I: WORK PLAN ..................................................................................................................................17
PART II: CREATIVE STRATEGY ...................................................................................................................19
PART III: MEDIA/POINTS OF CONTACTS .....................................................................................................22
CAMPAIGN PROPOSAL .............................................................................................................................
THE BIG IDEA .........................................................................................................................................25
PUBLIC RELATIONS PROPOSAL STATEMENT ...............................................................................................26
News Releases .......................................................................................................................................27
Pitch Letter ............................................................................................................................................28
Media Alert ........................................................................................................................................... 29
Public Service Announcement ...............................................................................................................30
Brochure ................................................................................................................................................31
Facebook ...............................................................................................................................................33
PRINT ADVERTISING PROPOSAL STATEMENT .............................................................................................34
3 Print Ads .............................................................................................................................................35
ALTERNATIVE MEDIA ADVERTISING PROPOSAL STATEMENT ....................................................................38
Content ..................................................................................................................................................38
ON-CAMPUS EVENT PROPOSAL STATEMENT .............................................................................................39
Content ..................................................................................................................................................39
PROJECT BUDGET...................................................................................................................................46
MEASUREMENT .......................................................................................................................................47
RECOMENDATIONS ................................................................................................................................48
REFLECTION .............................................................................................................................................50
TEAM CREDENTIALS .............................................................................................................................51
TEAM BIOS .................................................................................................................................................52
RESUMES ....................................................................................................................................................54
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CLIENT BRIEF
COMPANY BACKGROUND
The Healthy CUNY Initiative (HCI) is a campaign designed by CUNY students,
faculty, and staff that aspire to make CUNY the healthiest urban university in the
United States by 2016. HCI seeks to ensure that students leave CUNY healthier and
better able to protect their future health than when they entered. Acknowledging the
strong connection between educational achievement and health, HCI seeks to reduce
the physical, psychological and family-related health barriers that block academic
success and graduation. In addition, HCI works to create environments and policies
within CUNY that make healthy choices easy choices.
PROJECT MISSION STATEMENT
With the help of City College students, HCI hopes to promote healthy drinking
habits and reduce problem alcohol consumption in students as a component of
academic success at CCNY.
HCI CONTACTS
Stephanie Kneeshaw-Price: Postdoctoral Fellow
555 W. 57th
Street
New York, NY 10019
Email: [email protected]
Patti Lamberson: Project Coordinator
555 W. 57th
Street
New York, NY 10019
Email: [email protected]
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MARKETPLACE ANALYSIS
Most colleges nationwide actively work to control the environment of the campus
and surrounding area in order to alleviate a portion of students exposure to alcohol-
centric messaging. However, unlike isolated college campuses, the City College of New
York is dynamically tied to the New York City environment, culture, and the unique
factors that come with it. These factors include the large amount and proximity of bars,
the ease of alcohol accessibility for underage youth, and the perpetual glamorization of
excessive drinking by entertainment media.
According to the New York State Liquor Authority, there are over 55,000 bars
and liquor stores in New York City, most of which rarely I.D. and remain open until
4am. A national survey conducted annually by the Substance Abuse and Mental Health
Services Administration supports this, reporting that 15 percent of underage youth
purchase their own alcohol in New York City. In addition, there are over 18,000
restaurants with liquor permits. While New York City Liquor Laws limit the sale of wine
and spirits to liquor stores, beer is available for purchase in convenience stores, delis, and
grocery stores. Further, beer can be sold 24 hours a day, unlike liquor stores, which
cannot sell from midnight to 9 a.m. However, a survey by Trulia chief economist Ted
Kolko found that New York City was not among the list of top ten city destinations for
drinking. While cities that made the list, like New Orleans, permit public consumption
and open containers, New York City laws forbid it. So, although New Yorkers clearly
enjoy alcohol, they seem to do so in moderation.
However, underage drinking is prevalent in the U.S., with alcohol consumption
beginning, on average, at 13 years old. Conservatively, the Pacific Institute for Research
and Evaluation estimates that underage drinking accounts for more than 11 percent of the
U.S. alcohol market; the equivalent of 3.6 billion drinks per year. It is estimated that over
70 percent of high school students consume alcohol and of those, 22 percent engage in
heavy episodic drinking. Knowing this, the Health and Education Department of New
York implemented mandatory, citywide educational seminars and courses in middle and
high schools in 2004 to educate students about the negative effects of alcohol. Since
being implemented, underage drinking rates have declined overall and the onset of
underage drinking has been delayed, according to the American Journal of Public Health.
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Part of this attempt to educate students stems from the medias over-
glamorization of alcohol. In a research study published by the Journal of Applied Social
Psychology, the top 100 movies of the past 50 years depict alcohol drinkers as more
attractive, more sexually appealing, more confident, and with a higher socio-economic
status than non-drinkers. Boston University and the Center on Alcohol Marketing and
Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health recently
released a study that outlines the connotations of alcohol present in popular music. The
study found that, of the 720 songs surveyed from Billboards list of top hits from 2009-
2011, 23.2 percent mentioned alcohol and 6.4 percent mentioned a specific alcohol
brand. Further, these results found that alcohol use was overwhelmingly characterized as
positive. Additionally, the study notes that youth in the U.S. spend approximately 2.5
hours per day listening to music. Study co-author David Jernigan, PhD, director of
CAMY, discussed the implications of this, stating, Given the heavy exposure of youth to
popular music, these results suggest popular music may serve as a major source of
promotion of alcohol use among youth.
Combined, these factors contribute to the drinking culture present within todays
society and play a large role in shaping the lives of CCNY students.
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COMPETITIVE ADVERTISING ANALYSIS
Most advertising campaigns have had a positive impact on young adults through
stark messages that make the ads real. Thus, it is the content that convinces the target, in
addition with its tonality and message execution. Campaigns such as The Other
Hangover created by students of the University of Minnesota and You Know. Be
There. produced by the students of George Washington University are examples of
effective advertising. These campaigns target their audience through a dramatic
representation of reality resulting in an increase in awareness and a positive change in
behavior within students.
The Other Hangover is a campaign created in 2009 by students of University of
Minnesota and sponsored by The Century Council whose goal was to stop binge drinking
amongst students. The campaign shows the aftereffects of alcohol abuse. The ads use
black and white photography to visualize a night of drinking; each ad adds color to
spotlight the person who has abused alcohol. One ad titled Humiliation demonstrates
the emotion felt after a student has engaged in binge drinking, embarrassing herself in
front of her peers. This ad portrays a stark of reality to the students, showing them how
they look when they abuse alcohol.
The Other Hangover campaign was featured not only in the University of
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Minnesota campus, but also in other campuses that later joined the cause. In
addition, the ads ran in homeless shelters around the city, bars, and apartment buildings.
With all its exposure around Minnesota, The Other Hangover gained the attention of
both college students and the general population. A subsequent survey found that 81% of
students liked these ads more than other anti-alcohol abuse ads that theyve been exposed
to because the scenarios were more relatable and real. These students were so moved by
this campaign that they spread awareness of the message via word of mouth with their
peers, sparking conversations about alcohol moderation. The ads involved the target by
freezing a moment in time, giving them an out of body experience that was impossible
to ignore. This provides evidence that an alcohol campaign with a clear and relevant
message that is boldly delivered can be effective in persuading college age students to
drink more responsibly.
Similarly, the You Know. Be There. campaign produced in 2011-2012 by
George Washington University (GWU) students is a great anti-binge drinking campaign
that had a major impact on their students. This campaign was produced to expose the
stressful situations that George Washington students go through. The campaign
leverages the strength of already established college friendships to combat the
dangerous over-consumption of alcohol by college students. The advertisements
appropriately enlist the power that college students have over their friends to make sure
they are not over-consuming alcohol and putting themselves in hazardous circumstances.
The GW students, created a campaign that helped college students understand they
have a say in how to combat dangerous over-consumption by recognizing the triggers
that lead their friends to drink too much. The campaign was created to primarily target
individuals who are key influencers on campus, such as athletes, fraternities, sororities
and student leaders. Powerful college figures are targeted typically because they know
when their friends are in need of help and have the power to influence their out of control
friends from making decisions that they will quickly regret.
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The ads are very simple,
displaying the words, you know, in
blue and the message in white and be
there, in red. The message that the
campaign provides asks friends of
students who are prone to binge
drinking to not be passive. After GW
students were exposed to the campaign,
it made a significant impact on their
behavior. Of 1500 freshmen surveyed
after the campaign, 49% ended the
night earlier to avoid over-
consumption. With about half of the
freshman ending their nights earlier,
this provides evidence that advertising
which demonstrates meaningful
consequences in a relatable environment can be effective.
The success of the student campaigns made at the University of Minnesota and
George Washington University indicate that young adults are hugely impacted by ads that
show the negative consequences of binge drinking if the executions use relatable
situations. The Other Hangover by the University of Minnesota illustrates the
aftereffects of overconsumption of alcohol; this form of advertising proved to be effective
with a student response rate of 81% affirming that they prefer this kind of ads. The You
Know. Be There. campaign by the students of GW is another form of effective
advertising that showed a clear cause and effect situation. The advertising affected about
half of their freshman class persuading them to end the night early and prevent any
regretful decisions. Not only did these campaigns put off college students by showing
them how it is to be drunk while they were sober. They show that this form of advertising
does work because it is an authentic and relevant dramatization of real events.
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PRODUCT ANALYSIS
The City College of New Yorks (CCNY) student body is unique among most US
college students because they tend to resist the influence of media, advertising, and peers
who promote alcohol consumption as part of the college experience. Data from the
Healthy CUNY Initiative (HCI) supports these findings, revealing that most CUNY
students do not drink at unhealthy rates. Only 13% of the CCNY population has problem
drinking habits, while a strong majority- 87%- drink moderately or not at all. This is in
contrast with the rest of the US. According to the National Institute on Alcohol Abuse
and Alcoholism (NIAAA), 4 out of 5 college students drink alcohol and half of those
students binge drink.
Students who drink moderately are more likely to have successful and healthy
futures. Studies by the School of Public Health at Harvard University show that healthy
alcohol consumption can be beneficial to ones immune system and lifestyle by
decreasing the risks of multiple illnesses such as diabetes, dementia, and cardiovascular
disease. Moderate drinking has benefits to college and overall life success because it
sustains a healthier heart and promotes better health. Alcohol, when consumed in
moderation can be a preventative medicine. Drinking one or two glasses of alcohol a day
can lower ones risk of cardiovascular disease, decrease risks for dementia, gallstones,
and diabetes, improve libido, prevent colds, and most importantly, add a few years to
ones life. The Catholic University of Campobasso conducted a study that concluded if
people drank two drinks per day, they could reduce the risk of death by 18%. By
drinking healthy, students reduce their chances of experiencing the negative effects of
binge drinking by creating a routine.
Conversely, binge drinking has negative consequences. The NIAAA states that
1,825 college students between the ages of 18 and 24 die each year from alcohol-related
injuries. In addition, over 1,380,000 students between 18 and 24 are sexually abused or
injured annually while under the influence of alcohol. Other adverse effects of alcohol
abuse include hangovers, memory loss, fatigue, diminished reaction time, cognitive
processing, coordination, and visual impairment. In addition, binge drinking also
increases the likelihood of the occurrences of risky behavior among students. These
behaviors such as engaging in vandalism, having unprotected sex, driving under the
influence, and getting into fights can often result in fatalities.
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Most campuses do not strictly monitor or enforce drinking regulations on campus,
like The University of California. Adding to the lack of regulation, our culture, through
entertainment, tends to glamorize drinking in excess, as was shown in the 1978 film
Animal House, which is said to be inspired by the excessive drinking culture at
Dartmouth College.
As a result of the lack of regulation and monitoring alcohol consumption,
coupled with peer pressure and external influences, there is an increased opportunity for
alcohol-related risks among college students. Binge drinking, one form of alcohol abuse,
is defined as consuming four drinks in two hours for women, and five drinks for
men. Although four glasses of alcohol consumed throughout the week is not defined as
problem drinking, any alcohol consumed in excess poses a risk.
According to a Fall 2013 survey of CCNY students by Veritas Communications,
36% of students believe that binge drinking is when someone drinks beyond their
personal tolerance limit. This survey also revealed that 40% of CCNY students are
currently not drinking alcoholic beverages and most of those who were, were drinking in
a healthy range. This is significant because 86% of people who were moderate drinkers
said that their GPA was over 3.0, an indication that students have a better chance of
succeeding in college if they do not drink at all, or only drink moderately.
One important factor that could contribute to CCNYs student sobriety is that
71% of CCNY students live at home and so they spend their time off campus. In contrast,
studies show that on college campuses with large dorm facilities, students spend much of
their free time consuming/ abusing alcohol. The negative consequences of excessive
alcohol abuse in college not only hinders students from achieving academic success, but
limits their potential for lifelong success. Research findings by the American School
Health Association show that college students who abuse alcohol are more likely to skip
class, fail exams, fall behind and perform poorly in class. Although about 13 % of CCNY
students may have an unhealthy relationship with alcohol, it is also important to
acknowledge, as the Princeton Review does, that CCNY students are unusual in their
mostly healthy relationship with alcohol.
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CONSUMER ANALYSIS
Over 80 percent of college students nationwide begin consuming alcohol before
age eighteen. The students at The City College of New York are no exception. In an
informal 2013 survey of CCNY students conducted by Veritas Communications, over 60
percent of students reported underage alcohol consumption, some as early as age twelve.
Today, students often arrive at college with pre-established drinking habits and consider
themselves to be responsible drinkers. In reality, these students often continue to drink
heavily because they perceive alcohol to be a fundamental part of the college experience.
However, Veritass survey, in addition to research conducted by the Healthy
CUNY Initiative, confirms that 87 percent of City College students consume little to no
alcohol and instead prioritize academics, health, and social relationships. Chee Chan, a
psychologist at The City College of New Yorks Counseling Center, confirmed a lack of
problem alcohol use among City College students, stating, From my experience, only a
very small minority of students drink excessively. Of the 12,000+ students enrolled at
City College, Chan has seen less than one or two students referred to alcohol treatment
centers since the start of his career. In addition, the crime statistics issued by the City
College Department of Public Safety report less than ten liquor law violations and only
one liquor law arrest in 2012. Although students who began drinking before college are
ten times more likely to binge drink or drink heavily, the students at City College seem to
have challenged this notion and do not consider alcohol consumption a priority.
Instead, City College students pride themselves on being well-rounded, diverse,
and health-conscious individuals. According to the CCNY Fall 2010 City Facts report,
57.8 percent of CCNY undergraduate students are members of a minority group. With
students from over 156 countries and with over 104 languages spoken at CCNY, there are
a high percentage of first-generation college students present at CCNY. Many of these
students often work and travel long hours for an education, and over 71 percent (Veritas
2013) of undergraduate students at City College live with their parents and commute to
school from the outer boroughs. This devotion to academia and overall health is a prime
factor in many students choice to drink responsibly. Research shows that the majority of
City College students, 18-24, actually abstain from alcohol abuse, and moderate or
infrequent drinking is the true norm.
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Unlike colleges elsewhere, 9,975 of the 11,995 undergraduate CCNY students are
native New York City residents, familiar with the urban drinking culture of New York
City (City Facts 2010). According to the Huffington Post, most New Yorkers learn to
tune out the constant noise, smells, and people because of the monotony of their daily
routine commute. Like most New Yorkers, City College students have learned to tune
out this constant noise as well, including the assault of alcohol-driven content by media
and advertisements. While the bombardment of alcohol-rich media may have led
students to define problem alcohol use by the presence of blackouts, puking, and
excessive drinking, it has not led to City College students abusing alcohol. According to
the 2014 research conducted by the Princeton Review, The City College of New York
was ranked the twelfth most sober school in the nation out of 126,000 surveyed.
Although the perceptions and expectations of college drinking are often glorified to the
extent they become true, the students at City College have managed to see past the
medias faade and effectively laid alcohol to rest in the City that never sleeps.
Classified as part of the Millennial Generation, City College students are
passionate and most influenced by peers or those with expertise, according to Achieve
Guidances 2013 Millennial Impact Report. As a result, Millennials often exhibit
affirmation seeking behaviors among peers (Achieve 2013). Unlike most college
students who cite social activity as the primary reason for consuming alcohol (BMC
Public Health 2008), City College students are comfortable participating in social settings
without feeling the need to drink. A recent survey (Veritas 2013) indicates that over 40
percent of City College students view alcohol negatively, with many believing that
alcohol is detrimental to ones physical and mental wellbeing. Although religion was
cited as one of the primary reasons students chose to abstain from alcohol, the majority of
non-drinking students simply reported an overall lack of interest.
Millennials are also unique in their preferences to participate in marketing
strategies and messaging rather than simply observe, as evident with social media
platforms like Twitter (Achieve 2013). By engaging with brands on social media,
Millennials are able to feel valued and in control of their own choices because brands are
actively communicating with them, not at them, evident through social media user testing
conducted by Achieve Guidance, 2013. This interest highlights Millennials disdain for
scare-tactic style dissuasion campaigns that highlight the evils of too much drinking,
which they perceive to be self-serving and preachy. Because Millennials constantly seek
out peer affirmation, including online blogs, review sites, and social media sites, they are
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often well informed and take pride in using research skills to reach a conclusion (Achieve
2013).
Similarly, the recognition of positive choices provides City College students with
affirmation and validation, as opposed to a negative focus, which only serves to
undervalue students by dismissing the presence of good decisions.
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BIBLIOGRAPHY
"Alcohol: Balancing Risks and Benefits." The Nutrition Source. Harvard School of
Public Health, n.d. Web. 17 Nov. 2013.
"Alcohol Related Disease Impact Software." CDC. Centers for Disease Control and
Prevention, 06 Mar. 2012. Web. 13 Sept. 2013.
Bell, Katie Kelly. "Are You Drinking Too Much? The Myth Of Moderation." Forbes.
Forbes Magazine, 03 Sept. 2013. Web. 10 Nov. 2013.
Bewick, Bridgette M., Brendan Mulhern, Michael Barkham, Karen Trusler, Andrew J.
Hill, and William B. Stiles. "Changes in Undergraduate Student Alcohol
Consumption as They Progress through University." Changes In Undergraduate
Student Alcohol Consumption As They Progress Through University 8.163
(2008): 1-8. BioMed Central. BMC Public Health, 19 May 2008. Web. 15 Sept.
2013. doi:10.1186/1471-2458-8-163.
"Binge Drinking Prevention Efforts at George Washington University." Century Council.
N.p., n.d. Web. 29 Oct. 2013.
Bombardieri, Marcella. "Dartmouth College Tackles Binge Drinking
Culture."BostonGlobe.com. N.p., 28 July 2013. Web. 21 Nov. 2013.
Caitlin C. Abar, et al. "Are Certain College Students Prone To Experiencing Excessive
Alcohol-Related Consequences? Predicting Membership In A High-Risk
Subgroup Using Pre-College Profiles." Journal Of Studies On Alcohol & Drugs
74.4 (2013): 542-551. Academic Search Complete. Web. 15 Sept. 2013.
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"College Drinking." National Institute on Alcohol Abuse and Alcoholism (NIAAA).
National Institute on Alcohol Abuse and Alcoholism (NIAAA), n.d. Web. 30
Sept. 2013.
A Comparison of Community and Four Year College Student Alcohol Use and
Consequences. Illinois Higher Education Center for Alcohol, Other Drug and
Violence Prevention. Eastern Illinois University, n.d. Web. 16 Sept. 2013.
Daniel R. Bender, et al. "Academic Performance And Substance Use: Findings From A
State Survey Of Public High School Students." Journal Of School Health 77.3
(2007): 109-115. Academic Search Complete. Web. 25 Sept. 2013.
Everett Jones, Sherry, PhD, and Nancy D. Brener. "Binge Drinking Among
Undergraduate College Students in the United States: Implications for Other
Substance Use." Journal of American College Health Volume 50.1 (2001): n. pag.
Print.
"Exposures of Youth to Alcohol Advertising." The Harlem Health Promotion Center.
Centers for Disease Control and Prevention, 2008. Web. 16 Sept. 2013.
Lindo, Jason M., Isaac D. Swensen, and Glen R. Waddell. Alcohol and Student
Performance: Estimating the Effect of Legal Access. The Institute for the Study of
Labor. IZA, Feb. 2011. Web. 16 Sept. 2013.
"List Of The Top 20 Part, Sober Schools In the US." The Big Story. Associated Press, 05
Aug. 2013. Web. 02 Dec. 2013.
Office of Governor Andrew M. Cuomo 2013.Governor Cuomo Announces Results of
Undercover Investigation Into Underage Alcohol Sales in New York City. [press
release] October 21, 2013.
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Sanborne, Lewis, H. Wesley Perkins, Michael Shonrock, and Cindy Berg. The Impact of
Alcohol on Student Attrition. Outside The Classroom. National Association of
Student Personnel Administrators, 09 Mar. 2010. Web. 15 Sept. 2013.
"A Snapshot of Annual High-Risk College Drinking Consequences." College Drinking:.
National Institute on Alcohol Abuse and Alcoholism (NIAAA), n.d. Web. 30
Sept. 2013.
"Student Team Wins National Ad Competition on Alcohol Awareness." GWSB
Newsletter. N.p., n.d. Web. 29 Oct. 2013.
"Talking With Your Student About Alcohol and Drinking." Esm.Rochester.edu.
University of Rochester, Eastman School of Music, 22 May 2012. Web. 16 Sept.
2013.
The University of Minnesota. "The Other Hangover." The Other Hangover. N.p., n.d.
Web. 25 Oct. 2013. .
United States. National Institutes of Health. U.S. National Library of Medicine.
MedlinePlus. By David Zieve and David C. Dugdale. National Institutes of
Health, 20 Mar. 2011. Web. 16 Sept. 2013.
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TARGET MARKET INCENTIVE STATEMENT
To ambitious CCNY students, Healthy CUNY is the alcohol reduction initiative that
celebrates CCNYs status as a sober campus because it is such a special and
commanding distinction
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INTEGRATED MARKETING COMMUNICATIONS
PART I: THE WORK PLAN
1) SWOT Analysis:
Strength:
Studies by HCI indicate that CUNY students have relatively healthy drinking
habits; 87% of students drink responsibly.
Most CCNY students are aware of risks associated with excessive alcohol use
due to mandatory health classes offered in NYC high schools.
Healthy CUNY Initiative is an internal organization within the CUNY system
with access to CUNY wide support, resources and internal research team. HCI
also has access to federal funded grants.
Weaknesses:
Due to privacy concerns, HCI is prohibited from using certain health
information collected on students.
HCIs website lacks accessible information on alcohol use and alcohol abuse.
Most students do not seek additional information on alcohol use or alcohol
abuse independently.
In New York City, people below the legal drinking age of 21 already have
easy access to alcohol.
Opportunity:
The Princeton Review recently released its nationwide college rankings;
CCNY not only made it into the 2014 list of best colleges, but also ranked 12th
most sober school among nearly 126,000 surveyed schools.
CCNY student clubs, including the schools fraternities, take initiative to
reduce excessive drinking and alcohol abuse on campus by creating on
alcohol education events like the Thirsty Thursdays events held in the
Towers.
President Lisa Staiano-Coico has lead several initiatives to reduce alcohol use
on campus and requires CCNY faculty to enforce school policies on alcohol.
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CCNY provides individual sessions, group sessions, and psychoeducational
workshops regularly for students who live on campus who have been found to
be in violation of the Drug and Alcohol Policy.
Threats:
Alcohol is readily available around the CCNY campus as it is walking
distance from a number of bars.
Advertising and other image-making forces in our culture that glamorize
drinking are ubiquitous and undermine messages that celebrate sobriety.
Students may consider being on a list of sober colleges as an
embarrassment.
Alcohol abuse in college is part of the American mythology.
2) Key Fact:
13% of CCNY students abuse alcohol. Given the prevalence of alcohol abuse among
college students across the United States, this is an amazingly low and surprising --
figure.
3) How Can a Marketing Communications Campaign Address This?
We can celebrate the 87% of CCNY students who do drink moderately and create
social currency around the idea of being sober.
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Part II: Creative Strategy
1) What is the Product or Service?
A. REALITY-
87% of CCNY students drink moderately.
Out of 126,000 schools, the Princeton Review ranks CCNY #12 on a list
of most sober colleges.
Alcohol abuse at the Ivy League school Dartmouth inspired the 1978 film
Animal House.
The mythology of college drinking has been enshrined in movies such as
Animal House. However, the facts also support that drinking helps define
even the most elite college experience; Dartmouth College, for example,
was recently the subject of a New York Times article which identified it as
among the heaviest beer drinking schools in the country.
B. PERCEPTION-
All college students drink.
Being drunk is the norm and part of the college experience. Being sober is
boring.
2) What is the Principal Competition?
The prevalent images and association of social experiences with drinking, as shown
through:
o Television o Movies o Social Media o Magazines/Newspapers o Advertising
3. Who are the Prospects?
Demographics:
o Undergraduate CCNY students
o 18 24 years old.
o Immigrants or the children of immigrants.
o 98% of CCNY students commute to school.
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o Work part time while attending school fulltime.
o First generation college students.
Psychographics:
o Well-rounded as a result of participating in extracurricular activities on
campus as well as the cultural offerings of the city.
o Ambitious, driven, and striving to achieve multiple goals.
o Self-sacrificing; they volunteer their time to non-profits around the city.
o Creative; they use art, dance, spoken word, photography and a number of
different outlets as a form of self-expression.
o Religious and community-minded; they are active in their church, mosque,
synagogue, or other religious community and they dont drink for
religious reasons.
o Civic-minded, cause-driven, passionate.
o Social, but not over-indulgent party-goers.
o Insecure with no sense of entitlement compared to peers at elite colleges.
Geographic: NYC residents, NYS residents, international, and out of state
students.
Media Patterns:
o Social media ex. Tumblr, Twitter, Reddit, Facebook, Buzzfeed, Instagram,
o Demand Television ex. Netflix, GetClue
o Print ex. Metro ex. AM New York
o Television Programs ex. Mad Men, Game of Thrones, The Walking Dead,
American Horror Stories, Scandal
Buy/Use Patterns: CCNY students enjoy partying and consuming alcohol, but due
to other interests and financial constraints, most do not over-indulge in alcohol.
They choose to eat and drink cheap or moderately priced meals and alcoholic
beverages. During special occasions or moments of self-indulgence they may
choose to drink and eat pricier foods.
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4. Competitive Consumer Benefit: Sensible drinking keeps me in charge. And being at
a sober college makes us pretty commanding even more so than our elite peers.
5. The Support:
87% of CCNY students drink moderately with only 13% of students abusing
alcohol.
City College made it into the The Princeton Reviews Best 384 Colleges of
2104 and the list of most sober schools; ranking 12th among nearly 126,000
surveyed schools.
In 2012, City College reported nine on Liquor Law Violation Referrals, eight
Residential Liquor Law Violations, and one Liquor Law Arrests On-Campus.
According to the National Institute on Alcohol Abuse and Alcoholism (NIAAA) 4
out of 5 college students drink alcohol and half of those students binge drink.
In 2011, Penn State reported 47.5% of students reported engaging in high-risk
drinking behavior, with 18.6% being classified as frequent high-risk drinkers.
6. Target Market Incentive Statement: To ambitious CCNY students Healthy CUNY is
the alcohol reduction initiative that celebrates CCNYs special status as a sober campus
because its such a special and commanding distinction.
7. Communication Objective
A. Whats is the Main Point?
CCNY is one of the most sober campuses in America. Why? Because our
students make the best use of their time.
B. Action to be taken:
Students should take pride in being unique, realign their idea of normal
college behavior, and reinforce this behavior among friends especially those
few who perceive college life as alcohol driven.
8. Brand Personality/Campaign Tonality: Celebratory, Friendly, Humorous, and
Informative
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9. Mandatories:
HCI (Healthy CUNY Initiative) Logo & QR Code
Website Address: http://healthycuny.commons.gc.cuny.edu/about-hci/
Tag line
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PART III: MEDIA / POINTS OF CONTACTS
MEDIA OBJECTIVES
To engage the CCNY community by using a comprehensive, multi-faceted
placement strategy that encompasses both traditional and nontraditional media, each
with their own strength. The out-of-home and alternative media placement engages
the viewer by complementing the campaign concept with the environment. Since
the campaign celebrates CCNYs interesting student body, printed posters will be
placed around CCNY common areas where students gather to socialize and share the
interesting things they have been doing. Lounge areas, the NAC rotunda, cafeteria,
and the fitness center will be targeted because they are locations where students
spend time on the extra curricular activities that make them interesting. Digital and
social media promote track-able online sharing and two-way communication with
students. Students can share what makes them interesting via social media,
extending the potential reach. Radio PSAs played on WHCR will support the visual
in the NAC lobby, creating a multiple sensory experience.
MEDIA TACTICS VEHICLE SELECTION, BUDGET ALLOCATION, & SCHEDULING
Media
Type Promo Placement
Schedule /
Frequency
Production
and Material
Costs
Radio :10 and :15
Radio PSA
WHCR 90.3FM
The radio feed is broadcast live from
speakers in the NAC lobby. As students
start their day of classes by entering the
main entrance, the voice over celebrates
their accomplishments and positively
reinforces being a CCNY student and
making the right choices. This location is
also in close proximity to the event
location, making it an effective way to
encourage participation.
12/2-12/5;
Daily
between
11am-1
pm.
$0 - In-Kind
Production
Donation
-
Online
Veritas
Communications
Landing Page
www.veritasccny.com
A central location for all of Veritass
produced media, it will include
campaign executions, the Humans of
CCNY celebration project, video from
the event, and the ability to share and
like to Facebook. Social media
provides the potential for additional
outreach and contact. Content can be
posted, shared and promoted via
CCNY related social media and
Facebook pages. Students will want to
visit the Humans of CCNY page to
see if their profile was included.
Ongoing as
of 12/3
$0
Online Facebook Event
Page
http://www.veritasccny.com/event
This custom link will redirect to the
official Facebook Event page. The
event page will directly reach out and
invite CCNY students via Facebook.
It is shareable media, that will also
include media executions, event
materials, and act as an additional
point of contact for exposure.
Ongoing as
of 12/3
$2 Domain
$8 Hosted
Posters
18x24 full color
posters
Shepard Hall and NAC, CCNY
Central, on and around water
fountains and where fliers are posted.
A QR code contains a link to HCI that
students can interact with using their
smartphone. All scans and click-
throughs are tracked by Google
Analytics.
11/27 -
12/20
$0 In kind
donation
from Y&R
-
Buttons
Drink Small.
Dream Big
tagline, HCIs
and CCNYs
logos
Distributed on and around the event,
the buttons are worn and act as
messaging-on-the-go. With the ability
to extend reach beyond campus and
to other impactful areas that may not
have been feasible with current
resources or limitations, ie the
subway, academic buildings excluded
from coverage, other club groups.
Ongoing as
of 12/5 $59
Takeaway Brochure
Brochures distributed at and around
the event location will be a portable
physical reminder of the event, as well
as the messaging of the campaign.
Brochures will circulate beyond the
point they are received. They are
included with all raffle prizes.
Day of
event - 12/5
$0 In kind
donation
from
Columbia
University
Alternativ
e Media
Choice and
Consequence
Guerilla
Marketing
Large banners are placed at eye level
on the front doors of highly trafficked
CCNY entrances. As students enter,
they are confronted with different
scenarios about drinking that differ
based on what door they chose to
enter.
12/2 - 12/6
$0 In kind
donation
from
Columbia
-
CAMPAIGN PROPOSAL FOR
HEALTHY CUNY INITIATIVE
THE INTERESTING CHOICE CAMPAIGN
CONCEPT
In celebrating the low drinking rate on campus, the Interesting Choice campaign
defines sobriety in a uniquely CCNY wayas a more interesting way of being a
college student.
EXECUTIONS
The Interesting Choice campaign will promote the existing healthy behaviors of
City College students through targeted public relations materials that include a press
kit, featuring information on the Drink Small. Dream Big campaign, a radio public
service announcement encouraging students to reflect on their drinking choices, and
an on-campus event, The Interesting Choice, which highlights the various ways
CCNY students are interesting without alcohol through an array of interactive
stations that encourage healthy choices, a Students of CCNY photo wall that
showcases examples of interesting students, and an exit station where students can
pledge to share the Drink Small. Dream Big message with others. The Drink
Small. Dream Big campaign will also feature an advertising print campaign that
will appear throughout the City College campus to visually support the message that
CCNY students are more interesting by juxtaposing images of stereotypical drunk
college students with statistics and praise reaffirming healthy drinking behaviors.
Non-traditional advertising will include targeted messaging throughout the City
College campus to further encourage healthy choices among students.
TAGLINE
Drink Small. Dream Big
-
PUBLIC RELATIONS PROPOSAL FOR
HEALTHY CUNY INITIATIVE
THE INTERESTING CHOICE CAMPAIGN
THE PR CAMPAIGN CONCEPT
The public relations role of the Interesting Choice campaign reinforces CCNY
students fundamental healthy approach with drinking, and identifies their value in
making healthy choices. By focusing on the positive aspects of healthy drinking, the
campaign helps students celebrate their healthy choices about drinking alcohol, and
will educate those students who may either abuse alcohol or binge drink about how
to address unhealthy behaviors.
PR MESSAGING
1. Eighty seven percent of City College students consume healthy amounts of
alcohol or none at all.
2. Students at City College should be proud of their healthy alcohol consumption
habits and their decision to replace alcohol consumption with healthier and career
advancing hobbies and activities.
3. Healthy CUNY Initiative is an organization dedicated to helping CUNY students
establish lifelong healthy behaviors through targeted messaging on a variety of
health topics.
EXECUTION
News Release
Pitch Letter
Public Service Announcement
Brochure
Feature Story
Opinion Piece
Facebook Group announcing the Drink Small. Dream Big event
-
NEWS RELEASE
FOR IMMEDIATE RELEASE
Contact: Candice Borgella
Phone: (201) 755 3278
E-Mail: [email protected]
Veritas Communications Launches Event Celebrating CCNY Students Sobriety
NEW YORK, NY - Veritas Communications, a team of students from the MCA Advertising/PR
workshop, is teaming up with the Healthy CUNY Initiative (HCI) to present the The Interesting
Choice event on Thursday, December 5, 2013 from 12pm to 2pm in NAC room 1/212.
The Interesting Choice is part of a larger campaign that celebrates the sobriety of the CCNY
student body by showcasing how the students are unique, despite their drinking habits, which are
minimal in comparison to most college students across the US.
According to an HCI study, eighty-seven percent of CUNY students consume alcohol in
appropriate and healthy ways. However, a survey conducted by the Century Council, reports that
thirty-seven percent of college students nationwide abuse alcohol. This national average is
contrasted by the minimal thirteen percent of problem drinkers present at CCNY.
The campaign reinforces the compelling qualities that make CCNY students extraordinary while
addressing the issues of alcohol abuse and binge drinking. Cadine Kenton from Veritas
Communications explains, Our research showed that most students werent so influenced by
advertising. They actually rarely drink, but when they do, it is minimal and usually with family or
close friends.
The Interesting Choice event celebrates the unique choices and endeavors of CCNY students,
as opposed to the typical binge drinking lifestyle expected in college. To reinforce the message
of healthy drinking and raise awareness about the dangers of alcohol abuse and binge drinking,
students will participate in a quiz that challenges them to think about the choices they would
make when it comes to alcohol consumption. In addition, an app that simulates the slurred
speech of a person who is drunk will be used to show students from a sober perspective how
much control is lost when they binge drink. Students can also pledge to encourage healthy
drinking habits among friends. Along with the activities, there will be brochures and other
takeaway information about healthy drinking habits and on campus resources for binge drinkers.
The purpose of The Interesting Choice is to encourage students to take pride in being unique
and to reinforce healthy behaviors among their friends, specifically, the ones that believe that
college life is alcohol driven.
HCI is the initiative that is designed by students, faculty and staff of the CUNY system. Their goal is to make sure that
CUNY students leave healthier than when they came into the school system by tackling major health issues such as
tobacco smoking and obesity. By 2016, HCI aspires to make CUNY the healthiest urban university system in America.
###
-
PITCH LETTER
November 23, 2013
Nikeeyia Howell Feature Editor
The Campus
The City College of New York
New York, NY 10031
Dear Nikeeyia Howell,
News flash: CCNY students dont have a drinking problem! According to a survey by Healthy CUNY Initiative, more than 80 percent of students enrolled in CUNY campuses consume alcohol
minimally or refrain from drinking entirely. This is a huge contrast to most US colleges, where,
according to The Century Council, 81 percent of college students tend to consume or abuse alcohol.
To reinforce healthy alcohol consumption habits among CCNY students, the Veritas Communications,
a team of students in the MCA Ad PR Workshop, is launching the Drink Small. Dream Big campaign. Our message celebrates CCNY students as amazing individuals who invest their time in
healthy and interesting endeavors and reinforces the dangers of binge drinking and alcohol abuse.
We conducted random interviews of students about what they love to do and found that there is a great
story to tell in how interesting and unique our students are in staying healthy and refraining from
binge drinking.
Id like to propose a feature for The Campus on some of the students we identified who are drinking small and dreaming big. CCNY students buck the college stereotype of binge drinking their way through school. Our students choose to use their time and energies to make a positive difference in the
world, instead of binge drinking. Some of these students are involved in causes such as working
against human trafficking, and St. Judes research for children.
We can provide you with the student profiles and quotes from the students that showcase how
extraordinary CCNY students are, along with information that reinforces healthy drinking behaviors.
Well be launching a series of poster ads that celebrate these students and will hold our Drink Small. Dream Big. celebration on December 5
th, in the North Academic Center room 1/212, starting at
noon until 2:00 pm.
Looking forward to speaking further with you about this feature. Thanks for your interest.
Sincerely,
Francheska DeLaCruz
Press Coordinator
Veritas Communications
C: 917-689-3829
-
MEDIA ALERT
FOR IMMEDIATE RELEASE
Contact: Francheska DeLaCruz
Press Coordinator
Veritas Communications
Cell: 917.689.3829
E-Mail: [email protected]
November 26, 2013
CCNY The Interesting Choice Celebration HCI Teams Up With CCNY To Celebrate Students Who Drink Responsibly
What: The Interesting Choice event. Veritas Communications, in cooperation with Healthy
CUNY Initiative, will celebrate CCNY students who chose to challenge the college
stereotype of binge drinking by investing their time and energies in interesting hobbies
and productive and altruistic activities.
Who: Veritas Communications, students from the MCA Ad PR Workshop, with Healthy
CUNY Initiative
Why: To further motivate CCNY students to continue on their healthy journey while showing
those who are struggling with binge drinking that there is a way to have fun and drink
moderately.
When: Thursday, December 5TH
, 12:00pm 2:00pm
Where: North Academic Center, NAC, room 1/212
Located in the City College Of New York
160 Convent Avenue
New York, NY 10031
*Transportation:
1train: 137TH
St. City College
A, C, D, and B trains: 145th
St
# # #
-
PUBLIC SERVICE ANNOUNCEMENT
CONTACT: Candice Borgella
(201) 755 3278
Live Announcer Copy
Air Dates: December 2, 2013 to December 5, 2013
FIND OUT WHY YOUR CHOICE AFFECTS YOUR DRINKING
(:10) Have you ever wondered what causes you to make stupid choices after you have a
couple of drinks? On December 5th
, find out why your alcohol consumption may affect
your daily choices at The Interesting Choice from noon to 2 in the NAC building in
room 1/212.
(:15) Did you ever make a choice and regret it soon after? Or maybe you overdid the
partying and thought, I should have known better. Are you noticing that your drinking
choices are affecting simple events in your daily life? Come by NAC 1/212 on Thursday
at noon, to learn more information about your drinking choices during the The
Interesting Choice event sponsored by Veritas Communications and Healthy CUNY
Initiative.
-
H
ea
lth
y C
UN
Y
Init
iativ
e
Drin
k S
mall, D
ream
Big
.
To learn
more
about H
CI scan the Q
R C
ode
usin
g y
our
sm
art
ph
one.
SIG
NS
OF
PR
OB
LE
M
DR
INK
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:
You r
eg
ula
rly c
onsum
e 3
or
more
alc
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beve
rages in o
ne s
itting.
with f
rie
nd
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rink t
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scape fro
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tudie
s o
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hom
e w
orr
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ave e
xperienced
com
ple
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of m
em
ory
fro
m d
rin
kin
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ave b
een h
osp
ita
lized
or
bee
n
arr
este
d d
ue to d
runken b
eh
avio
r.
You lost fr
ien
ds s
ince y
ou s
tart
ed
drin
kin
g.
tro
uble
s o
ver
buyin
g liq
uor.
You feel gu
ilty o
r depre
ssed a
fter
drin
kin
g.
You lose tim
e f
rom
cla
sses d
ue to
drin
kin
g.
You h
ave g
otten d
runk e
ven w
he
n
inte
nd
ing to s
tay s
ob
er.
Your
frie
nds s
om
etim
es e
xpre
ss
concern
over
your
drinkin
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If you a
bsta
in fro
m a
lcoh
ol or
choo
se
to c
on-
sum
er
it in h
ealthy a
mo
unts
, keep d
rinkin
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sm
all
and d
ream
ing b
ig. If y
ou d
rin
k h
eavily
or
know
som
eone w
ho d
oe
s,there
are
on-c
am
-
pus r
esourc
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if y
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an
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w
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ing
pr
ob
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m,
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is h
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Lo
ca
ted in
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Bu
ildin
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Ro
om
J-1
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on
e:
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Hou
rs:
M/W
/Th
/F -
9 A
M -
5 P
M
T -
10
AM
- 6
PM
BROCHURE
-
FACEBOOK
-
PRINT ADVERTISING PROPOSAL STATEMENT
FOR HEALTHY CUNY INITIATIVE
THE PRINT CAMPAIGN CONCEPT
The Interesting Choice campaign will visualize stereotypical drunkand clearly
uninterestingcollege students as a way to positively contrast and celebrate CCNY
students for being interesting without alcohol.
THE EXECUTION OF THE ADS
Each ad will feature a black and white stylized photograph of a stereotypical drunk
college student silhouetted against a monochromatic background as he chugs
alcohol. The headline in large type reads: Everywhere But Here. The body copy
will begin by outlining the positive drinking statistics of CCNY students, followed
by an example of how CCNY students choose to reject current alcohol messaging
because they are too busy being more interesting. The tagline, Drink Small.
Dream Big, will be featured at the bottom of each ad.
TAGLINE
Drink Small. Dream Big
-
ALTERNATIVE MEDIA ADVERTISING
PROPOSAL FOR HEALTHY CUNY INITIATIVE
TYPE OF MEDIA OR GENRE: Guerilla Marketing
CONCEPT:
Using double doors to represent a choice, we challenged CCNY students to confront
the consequences of binge drinking. Students can choose which door to open: the
one that represents minimal drinking or the one that represents excessive drinking.
EXECUTION:
Team members will post the media on doors that see high traffic such as the entrance
of the North Academic Center.
VISUAL:
Large sheets of bright paper with consequences typed out in the center.
COPY:
Door #1
Excessive
Binge Drinking
Hangover
End of The Night Puking
Door #2
Minimal
Social Sipping
Healthy
End of The Night being Interesting
-
ON-CAMPUS EVENT PROPOSAL STATEMENT
FOR HEALTHY CUNY INITIATIVE
CONCEPT
The Interesting Choice event highlights the healthy drinking habits of CCNY
students and showcases ways in which they productively and creatively use their
time and energies, instead of excessive drinking. It also exposes them to how
drinking excessively detracts from their ability to function effectively and how it can
impede success.
EXECUTION
Students are first greeted at CCNY Central, where they will create a live wall of
photographs, captioning what makes them so interesting.
-
They will then be directed to enter the event space where they will see a wall of portraits
of the most interesting students at CCNY.
I like to observe and I love writing. Im also a moderator for Fit Betas. The first thing you do to lose weight is not
consume alcohol ever. I dont like it anyway. It impedes my ability to write. I can be more interesting without drinking. -Pablo, CCNY
student
-
We both run track. We spend too much time running. We have a bed at Wingate.
-Leah & Nikita, CCNY students
I work for City Hall. I want to become a future senator of
New York. -Naflan, CCNY
student
-
Students will be able to actively participate by writing about what makes each of them
unique.
They will then progress through a series of stations that provide information about
healthy alcohol consumption to test students abilities to make alcohol-related choices by determining what their actions would be in certain hypothetical situations.
.
-
Students will then proceed to another station where they will be instructed to read the
following passage out loud using an iPhone app that simulates what it is like to be
impaired or drunk:
The decisions you make are what makes CCNY students unique. If by the end of the night, you decided to drink over four drinks, you mightve ended up sounding like this or worse. Luckily, CCNY students are smarter. They drink small and dream big because
they know their talents and potential can be exercised in other activities.
The degree to which students experience being impaired will depend on the choices they
made in the previous station
-
After completing these stations, CCNY students can volunteer to pledge to help other
students engage in healthy behavior by signing a pledge and decorating paper ribbons.
-
By the end of the event, students should feel more knowledgeable about CCNY students
healthy drinking track record compared to students from other colleges and appreciate the
benefits of not abusing alcohol.
At the end of the event, we will have a raffle drawing for students to win CCNY apparel
or a tablet.
TAGLINE
Drink Small, Dream Big
-
PROJECT BUDGET
ITEM ESTIMATE ACTUAL
PRINT
11x14 Print Ads (75) $0 $0
Brochures $0 $0
Banner $0 $0
Fliers $0 $0
EVENT
Supplies:
18"x24" Large Poster $30 $26.12
Tape, white board, markers, $50 $49.48
Instax Film $80 $73
Balloons (black and yellow) $10 $5
Ribbons $5 $2
Table Cloths x4 $5 $4
Drinks $20 $0
Food $240 $231.36
Raffle Tickets & pushpins $11 $15.38
PROMOTIONAL ITEMS
100 Buttons $70 $59.30
Business Card Fliers $20 $11
LEAVE BEHIND
Binded Book $200 $280
CD Leave Behind $72 $0
OTHER
Alternative Media $0 $0
Website Domain $2 $0
TOTAL: $743 $776
-
MEASUREMENT
Impressions: 1000 CCNY Students
Media Exposure:
10 & 15 Second PSA - WHCR 90.3FM
Attendance: 80 Students
Attitude Change:
After attending this event 66.7% of students felt more knowledgeable about CCNY
students and their drinking habits in comparison to other schools.
When asked How does this event reinforce/change your attitudes toward drinking?
36.6% Do not drink.
29.2% I will choose to drink moderately.
31.7% I already drink moderately and will continue.
When asked, What was the most important thing that you learned from this event?
students responded:
The fact about CCNY students [drinking moderately and that] makes me feel
that my decision to get in CCNY was awesome.
Drinking is a social activity that college students partake in but you dont have to
get drunk cause it can lead to a bad experiences.
I did not realize that CCNY students were responsible drinkers.
-
RECOMMENDATIONS
PROMOTE STUDENT SUCCESS
Use HCI to profile individual CUNY student success stories. Focus on what makes
them unique, interesting, and why they chose to be sober or healthy drinkers. Celebrate
that CCNY is a leader in yet another field, besides producing Truman and Rhodes
Scholars. The theme complements the existing CUNY All-Stars campaign and puts a
personal touch that will resonate with the audience.
SHOWCASE PRINCETON REVIEW RANKINGS
Use HCIs website to prominently showcase CCNYs #12 rank in the Princeton Review
as a top sober school. Along with Queens College and Brooklyn College, CUNY schools
make up three of the top 20 sober schools. CUNY ranked higher than all other non-
military schools from the East Coast. This is HUGE, and must be celebrated.
ENGAGE THROUGH MULTIPLE CHANNELS
Use a combination of print and traditional media along with digital, online, and social
media. By using multiple communication channels, you will affectively promote
engagement to build social currency. Social media increases the potential reach of the
campaign, and creates an outlet for discussion and feedback. There is
something unique and special to brag about here, so social media creates a platform
to show off CCNY's success.
-
REFLECTION
Four months ago, Veritas Communications was born. Comprised of six Advertising
and Public Relations majors, our task was to create an Integrated Marketing
Communications Campaign to represent our client, Healthy CUNY Initiative. Armed
with excitement and a list of deadlines, we set out to prove our professional worth.
Although we were eager to showcase our talents, we also knew this was our last chance
to make a meaningful impact on the City College community before graduation. As
such, Veritas Communications began with a goal of success for both HCI and the
reduction of problem alcohol use among CCNY students.
Initially, we started with the same common alcohol misperceptions as the majority of
students. However as our research progressed, so did our initial belief that all college
students binge drink. As we began to waiver and find contradictions in our research, we
knew we needed to work even harder to deliver a campaign cemented in truth, not
assumption.
After administering surveys to students around CCNYs campus, we realized that the
majority of students viewed alcohol negatively and did not fit the traditional college
student mold of excessive drinking like we expected. Instead, we uncovered the insight
that would ultimately shape our entire direction and lead us to create The Interesting
Choice campaign.
The positive feedback and engagement we received from not only students, but from
faculty and staff, has been extremely rewarding and reaffirms our campaign direction.
We are proud of the campaign we created, but more importantly, we are proud that our
campaign has made and will continue to make a successful, meaningful impact across the
CCNY campus.
Veritas Communications would like to thank HCI for providing us with a platform to
unite students through healthy choices. Through this opportunity, we have not only
grown professionally, we have also become more invested in how our decisions impact
our health, our peers, and our community.
-
TEAM CREDENTIALS
WHO WE ARE
Veritas Communications is a group of talented, creative, and dedicated Advertising
and Public Relations students at The City College of New York. Together, they
form a dynamic team that believes in delivering innovative, fact-based results.
Veritas Communications has recently joined forces with Healthy CUNY Initiative
(HCI) to reduce problem alcohol consumption by creating a campaign aimed at
reinforcing healthy drinking habits among City College students.
WHAT WE BELIEVE
Veritas Communications believes in providing their fellow students with insight that
will reinforce and encourage existing healthy behaviors while empowering their
peers to make positive, informed decisions.
WHAT WE DO
By recognizing students who currently showcase healthy behaviors, Veritas
Communications is able to secure the trust and interest of the CCNY student body.
This strategic approach positions Veritas Communications as a peer, rather than an
authority, which encourages students to interact through positive messaging and
provides them with a deeper understanding of our mission.
-
TEAM BIOS
Candice Borgel has always dreamt of being a president of a major music or sports
corporation like the New York Knicks or Sony Music. She is fulfilling part of this dream
by interning at Sony Music Entertainment in the International Marketing department
since September 2013. Candice has contributed to "The Interesting Choice" campaign
by writing the press release, public service announcement, co-writing the competitive
analysis and drafting the first Integrated Marketing Campaign Plan.
Francheska DeLaCruz aspires to find success in the merge of her two favorite fields:
psychology and public relations. She has interned in different public relations
environments from fashion to the circus, giving her a broad look on the world of
publicity. As a Veritas Communications team member, Francheska primarily did public
relations, including: CUNY Newswire press outreach, pitch letter, and media alert. She
hopes to continue her career in entertainment publicity with the contribution of her
psychology minor.
Cadine Kenton aspires to be a small business owner. In the short term Cadine hopes to
work as a media planner. As a member of Veritas Communications, Cadine was active in
the ideation process as well as collecting the student portraits needed for the Interesting
Choice event. In addition Cadine has designed the buttons, business cards, and
brochures distributed during the event. Cadine also co-wrote the product paper and
headed the Integrated Marketing Communication Plan for the campaign.
Sharmin Rashed, who is completing her second semester as an intern at Y&R, aspires to
be a brand planner Sharmin was the project manager for the "Drink Small. Dream Big"
campaign. Her ability to connect with people enabled her to be the lead curator for
student photographs that were featured in Veritas Communications Most Interesting
Students of CCNY wall. Her interviews revealed that most students on campus were
incredibly dynamic which makes Sharmin proud to be a CCNY student
-
Caitlin Saloka is a senior at The City College of New York pursuing a degree in
Advertising and Photography. She has been interning with advertising agency Young &
Rubicam on the Fisher-Price and American Girl accounts since January 2013. Although
Caitlin has a passion for art, she prefers the account management aspects of advertising
with plans to pursue a full-time career upon her graduation in December 2013. Her
notable HCI project contributions include: extensive secondary research, the consumer
and marketplace analysis, and the print advertisement campaign concept and execution.
Alex Wyles has extensive experience as a technology specialist and an education in
advertising and public relations from CCNY. His is interested in how new technology
has transformed communication and advertising. Having worked at Tremor Video, a
leading online video advertising and analytics company, he combined his background in
technology with his interest in advertising. Alex contributed to the Veritas
Communications The Interesting Choice" campaign by analyzing primary and
secondary research and co-writing the marketplace analysis. He also processed, analyzed
and graphed the research data gathered from a Veritas Communications survey.
-
Candice Borgella [email protected]
27 West Cedar Street, Livingston, NJ, 07039
(201)-755-3278
CORE COMPETENTICES: Communications major with strong oral and written communications skills; PR
agency, corporate communications and international marketing experience
Computer: Microsoft Office Word, PowerPoint, Excel, Digital Exchange 3, SAMIS,
Databasics, Citrix
EDUCATION: The City College of New York
BA in Communications, May 2014
Specialization: Advertising/ Public Relations
Related Class Work:
Ad PR Workshop, PR Writing & Media Techniques, Social Media Strategies,
Advertising Planning, Advertising Copywriting, Advertising Management, Intro to PR,
Intro to Advertising, Intro to Journalism
EXPERIENCE:
09/2013-12/2013 CUNY Healthy Initiative (Senior Workshop Client)
Worked in a team to develop an integrated marketing campaign to promote awareness
about alcohol abuse among college students
Analyze core competition student campaigns
Survey students about what are their thoughts about drinking
Develop Integrated Marketing Campaign
Develop PR tactics to reach out to a certain demographics of students
09/2013-Current Sony Music Entertainment, New York, NY
International Marketing Intern
Organize artist promotional campaigns internationally
Arrange and input work and travel expenses in Databasics for international
marketing project managers and coordinators
Track international coverage for physical and digital sales
Systematize digital press coverage for Sony Music artists like John Mayer, Daft
Punk, David Bowie, Kings of Leon and etc.
09/2012-12/2012 Alliance for Lupus Reserch, New York, NY
Developed a presentation about what the organization could do to reach a larger male
audience between the ages of 35-50 years old on the effects of lupus
Press Kit
o Media List
o Pitch Letters
o Press Release
o Fact Sheet
RESUMES
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KEY QUALIFICATIONS
Bilingual communications major with agency experience. Strong interpersonal, problem solving, and customer service skills. Effective in fast paced and deadline oriented environments, individually or as part of a team.
SKILLS
Detailed oriented, Bilingual (Spanish / English), Administrative Support, Office Management, Records Management; Microsoft Office Word, Microsoft Office Excel, Microsoft Office PowerPoint, Mac, Windows, Mind Body, Alexa, Tweet Deck, Social Media, Blogger, Cision
EXPERIENCE
Big Apple Circus, Press Intern, New York, NY September 2013 - Present
Work with Public Relations Manager to raise awareness about circus events with the media. Assisted at press events and maintained clip file.
CUNY Health Initiative (Senior Workshop Client), New York, NY Fall 2013
Work with team to develop integrated marketing campaign to promote awareness about alcohol abuse among college students. Conducted campaign research to drive the campaign.
Sinala Noir PR, Public Relations Assistant, New York, NY August 2013-Present
Assist public relations team in New York Fashion Week event production and client reservations. Constructed pitch letters, edited forms, and created brand case studies.
SHOCKra Studio, Receptionist, New York, NY August 2013-Present
Answered visitors inquiries by phone and in person, sorted mail for manager; arranged appointments for guest; organized studio; pitch to bloggers; cash balanced drawer; assisted in studio interior design.
Seventh House, PR, Account Manager Assistant, New York, NY February 2013-May 2013
Worked with account managers in event production and preparation. Constructed pitch letters, look books for brands, and line sheets. Noted editor comments during PR week.
Yankee Stadium, Concierge, Bronx, NY April 2011-September 2011
Assisted corporate, sponsors, and high-demand people with their inquiries. Contributed to event production i.e. Derek Jeter foundation Anniversary.
EDUCATION
CUNY - The City College of New York, New York, NY BA in Communications, May 2014
Major: Media Communications: Advertising and Public Relations; Psychology Minor: Judaic Studies
F r a n c h e s k a D e L a C r u z 1 1 0 2 L o n g f e l l o w A v e n u e , B r o n x , N Y 1 0 4 5 9
C : 9 1 7 - 6 8 9 - 3 8 2 9
E : D e l a c r u z . f r a @ g m a i l . c o m
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CADINE KENTON
116 66 155th Street | Jamaica, New York 11434 | 347.206.9614 | [email protected]
Skills
Proficient in Windows and Mac operating system Microsoft Office: Excel, Word, PowerPoint, Publisher Social Media: Tumblr, Facebook, LinkedIn, Instagram, Twitter
Design: Adobe Photoshop, InDesign, Illustrator
Professional Development
Young & Rubicam New York, NY January 2013 May 2013 Global Account Management Intern
Perform market intelligence by analyzing competitors products, marketing tactics using social media and
online articles.
Supported a 10 person team by preparing desks to be used Global Colgates IMCP.
Update spreadsheets monthly to track the share of market of Colgates personal and home care brands.
Revise product storyboard for television and located visuals for use in digital production.
Education
The City College of New York, NY
BA in Communication, December 2013
Honors: Deans List
Concentration: Advertising/ Public Relations,
Cumulative GPA: 3.3
Experience
Ad/PR Workshop City College of New York August 2013 - Present Team Member
Worked as part of a 6 member team to create a 360 campaign for client Healthy CUNY Initiative.
The One Club of Art and Copy New York, NY January 2013
Participant in 3rd Annual Creative Boot Camp
Collaborated with a team to create a campaign in four days for Pencils of Promise.
Produced creative strategy and concept execution for print, out of home, and digital.
Pitched finished campaign to the client and a panel of industry professionals.
MEC New York, NY June 2013 Present
Digital & Planning Intern
Pulled campaign reports from MediaMind on a weekly basis for internal and external use.
Trafficked digital banners for online display ads.
Compiled and prepared screenshot decks for clients on a weekly basis.
Prepared visuals and documents for use in client presentations.
Food Allergy & Research Education Ad Campaign New York, NY February 2013 May 2013 Creative Team Member
Mentored by Y&R professionals to create a 360 campaign for Food Allergy Research & Education.
Core Qualifications: High achieving communications major with advertising agency experience in account management and media
planning. Excellent research and analytical skills, productive team member who provides valuable client services.
American Advertising Federation CCNY Chapter August 2013 Present
Treasurer
Monitor club expenses and maintain budget for the 2013 2014 school year.
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SHARMIN RASHED
82-82 160th
Street H (718) 591- 5358
Jamaica, NY 11432 [email protected] C (917) 498- 3663
CORE
QUALIFICATIONS: Proactive and energetic communications major with advertising agency experience and
excellent research, writing, and communication skills
Computer: Macintosh, Windows, Microsoft Office, Open Office, Picasa, Photoshop,
Web Research, Pinterest, Twitter, Facebook, Instagram, Tumblr
Languages: Fluent in English and Bengali
Key Abilities: Proactive, organized, skilled oral and written, communications, team player
EDUCATION: The City College of New York, CUNY GPA: 3.63
BA in Communication Arts, May 2014
Specialization: Advertising/ Public Relations
Minor: Studio Art
HONORS/AWARDS:
Spring 2013 Alpha Delta Sigma Honor Society
Spring 2011- Spring 2013 Deans List, City College
EXPERIENCE:
09/2013-Present Young & Rubicam (Y&R), New York
Account Management Intern
Monitor and analyze competitive for the agencys largest client, Colgate Global.
Participate in client meetings
Formulate competitive presentations for Ball Park Franks and Hillshire Farm Analyze and deconstruct the competitions work to assess their strategy
01/2013-05/2013 Young & Rubicam (Y&R) (Invited to Return)
Account Management Intern
Compared and completed competitive tracking monthly reports
Sustained detail orientation skills through maintaining budgeting and trafficking for
the Pepperidge Farm account
Consulted with creatives and discussed copy for rebranding
Planned the once-a-year client meeting with Goldfish Cracker-themed decorations
and entertainment
06/2013-07/2013 AIESEC in Bahrain, Colors of Bahrain Tourism Development Project
Built a website with a team to shed light on the cultural and touristic attractions of
the Kingdom of Bahrain.
Produced short films and wrote blog entries depicting key elements of Bahraini
culture
Developed insight mining skills by exposure and interaction with natives Sharpened international relations skills by adapting to life in another nation
02/2013-05/2013 The James Jay Dudley Luce Foundation
Branding & Marketing Intern
Developed a brand book to unify the image of the multiple brands
Produced social media strategies guidelines for the organization
Helped nonprofit partner, The Osborne Association, maintain brand identity to bring awareness for their company
Strategized for billboard advertising and worked on creative brief
02/2013- 05/2013 Food Allergy Research Education Its Not A Joke Campaign (Y&R Mentorship)
Developed leadership and fellowship skills through concept-driven pro bono
teamwork with industry pros on an integrated 360 advertising campaign Brainstormed copy and ideas for digital images and social media advertising Participated in designing layout, and storyboards for print and TV spots
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Caitlin A. Saloka 35 Hillside Avenue, Apt. 3G, New York, NY 10040
434.941.1051; [email protected]
SKILLS
Entry-level professional with advertising agency experience and successful track record in Account Management; Creative, inventive, eager. Possesses excellent analytical, time management, and marketing abilities with exceptional written and oral communication skills; Adept with problem solving and unforeseen challenges. Proficient in Photoshop, Lightroom, MS Word and Office, Power Point, Illustrator, InDesign, Excel, Macintosh Systems, Adscope, Competitrak
EDUCATION
The City College of New York BA, Communications: December 2013 Specialization: Advertising/Public Relations Minor: Photography 3.5 GPA Ad/PR Capstone Workshop Client: Healthy CUNY Initiative Developed an Integrated Marketing Communications campaign to reduce the amount of problematic alcohol use among City College students
EXPERIENCE
Young & Rubicam; January 2013-PresentNew York, NY Account Management Intern for Fisher Price and American Girl Notable achievements include: Creating a Special Needs campaign concept to pitch to Fisher-Price Outlining areas of improvement for the Fisher-Price website Conceptualizing a Toy Guide for Special-Needs catalogue to pitch to Fisher-Price Creating mockups for new adult-directed, print/digital ad concepts to pitch to Fisher-Price Promoting brand differentiation within the marketplace through targeted secondary research Some responsibilities include:
Compiling monthly Competitive Snapshots of market trends using Adscope and Competitrack Surveying and analyzing the social media presence of Fisher-Price, American Girl, and competitors Updating monthly budget reports, opening job numbers, and acquiring estimates Acquiring legal network clearance and licensor approval for storyboards, rough cuts, final cuts Assembling TV & Print Operating decks Conducting research to aid in the creation of Mattels Benchmarking deck Compiling multiple case studies for new Fisher-Price business opportunities
Caitlin Saloka Photography; 2010-PresentNew York, NY Owner and Photographer of Caitlin Saloka Photography Experience with fashion, portraits, events, weddings, demonstrations, and lifestyle photography Photographed Mercedes-Benz NYFW events including designers: Ralph Rucci, Jackie Fraser-Swan, Magdalena Travers, Xiomara Hernandez, Joel Curry, Dore & Loriis Worked as a freelance photojournalist in Greece; Published online with Demotix. Website: www.caitlinsaloka.com
Jim Ritch Photography; 2011-2012Washington, D.C.; Salisbury, MD Assistant Wedding Photographer and Photo Editor Experience with exceeding and meeting deadlines, Lightroom and Photoshop editing and file organization, addressing clients needs, post-processing, and following a photo set list.
Veritas Newspaper; 2009-2011Bridgewater, VA Photographer, Photo Editor, and Writer Experience following assignments, leading and working on a team, and managing deadlines.